If you are a serious real estate sales agent or brokerage manager, “Real Estate Technology Guide” by Saul D. Klein, John W. Reilly and Mike Barnett is a “must have” new book. Despite its dull, boring title, this guidebook is packed with tech tips savvy realty agents need to be competitive in today’s Internet real estate world.

The authors, founders of the National Association of Realtor’s “e-Pro” professional designation, have spoken to thousands of realty agents and hundreds of real estate conferences. They understand the latest real estate sales technology developments better than anybody.

Purchase Bob Bruss reports online.

But they don’t talk down from their lofty knowledge tower to readers who may be just getting started to catch up with tech-savvy realty agents. According to the latest statistics, about 71 percent of home buyers start their quest on the Internet, usually at www.realtor.com. Agents need to know how to capture these prospects, whether as a buyer’s or seller’s agent.

Klein, Reilly and Barnett show realty agents how to take advantage of this impressive new source of tech-savvy home buyers. The authors begin with computer basics, advancing to terms and techniques that might prove challenging although explained in simple terms even I could understand.

The innovative technique used by the authors is to first explain their topics in very understandable terms. They then point the reader to more advanced details, usually by consulting the specialized areas of the author’s Web site, which is www.RealTown.com.

The book begins with basics, such as obtaining a Web site domain name. The authors show how to do this, preferably by choosing the realty agent’s personal name (if it is not already taken).

“The Internet is a tool made for the real estate business,” the authors emphasize. Then they explain how realty agents and brokerage managers can maximize benefits from new business that comes from Internet prospective home buyers and sellers. Along the way, the authors emphasize the pros and cons of the most popular Internet services and how they relate to realty sales.

Parts of this book will seem downright boring for readers who have some Internet experience but who are definitely not “e-Pros.” Just keep reading. This book gets better, chapter by chapter. By the concluding chapters, it explains virtually everything a successful realty sales agent needs to know and where they can easily obtain more information from the author’s Web site.

Although the authors stay away from recommending specific equipment and software, they mention the well-known suppliers to the real estate sales industry. It would have been very helpful if the expert authors concluded the book with their specific recommendations. Instead, they provide a detailed list of “solutions” that realty agents should consider.

Chapter topics include “Technology, the Internet, and the Real Estate Business”; “Three Types of Internet Hosting”; “Creating an E-Mail Strategy”; “Web Site Solutions for Real Estate Professionals”; “Eight Suggestions for Your Internet Marketing Strategy”; “The Power of Virtual Communities”; “Technology Training”; “Technology Tools for Real Estate Professionals”; and “Creating a Personal Technology Plan of Action.”

Just once, I wish these expert highly skilled authors would say, “This is a great product realty agents need,” or “This is a lousy product to avoid.” But they didn’t. Instead, they refer readers to their all-inclusive Web site for more details.

This is a great real estate technology book on a topic that has received too little coverage to guide realty sales agents to wisely select tools they need to prosper. On my scale of one to 10, this outstanding new book rates a solid 10.

“Real Estate Technology Guide,” by Saul D. Klein, John W. Reilly, and Mike Barnett (Dearborn Real Estate Education Co., Chicago), 2004, $24.95, 213 pages; Available in stock or by special order at local bookstores, public libraries and www.amazon.com.

(For more information on Bob Bruss publications, visit his
Real Estate Center
).

***

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